THE CONFERENCE must this week decide if they are to accept a cut-price deal for a new title sponsor – or allow a charity to having naming rights to Non-League‘s top three divisions for nothing.
The league will meet with three companies over the next five days to see if they can finally secure a deal to replace long-term partner Blue Square.
But The Non-League Paper understands the offers on the table to replace the now-defunct online betting company, do not currently reflect the board’s valuation – with the highest bid below £500,000-a-year.
Blue Square pumped around £1m a season into the league from 2007 with Conference Premier clubs benefiting by around £15,000-£20,000 each. Clubs in the Blue Square Bet South and North received around £12,000 a year.
Now there is a danger they will receive nothing with the Conference determined not to be under sold and to instead allow a trial year to prove to the world the competition is a huge sell, thanks in part to their new TV deal with BT Sport.
An industry insider revealed: “ There’s a feeling that this could be seen as a year where the Conference sells itself, with all clubs encouraged to work together to secure a much better deal next summer.
“At the moment it’s not close which is a huge concern but there are more meetings next week so it’s a vital few days for everyone. The money being discussed is nowhere near what Blue Square, the previous partner, were paying. There is serious consideration being given to allowing a charity to be the new title sponsor for twelve months and re-assess the situation next year.
“It would be a wonderful gesture, but I’m not sure the clubs will see it that way.”
Conference chairman Brian Lee says they are doing everything in their power to secure the best deal – but tellingly he warned member clubs they should not budget for any sponsorship money.
Lee, who this week confirmed former Premier League chairman Sir Dave Richards’ appointment to the Conference board as vice-president, said: “ It’s hard out there but we’re working tirelessly to come to a conclusion with this. We believe in the product – we know how much it is worth. You don’t sell your car for £100 if it’s worth a few thousand, do you?
“I am fully aware that clubs are keen to know how much money they will be getting. When I see chairmen they don’t bother saying ‘hello, how are you Brian’ any more, the first thing they say is ‘any movement on the sponsorship’.
“We understand its importance and there continues to be dialogue. We will be discussing things further next week but clubs shouldn’t budget to receive the money from the central funding. It’s a worry, yes, but there is still time.”
